The term “lead nurturing” is often used, but you are not aware of its meaning, importance, or mechanism, Then, this article is meant for you.
Today, Digital Out Loud will explain everything you need to know about lead nurturing.
What is lead nurturing?
Lead nurturing is a technique that aims to encourage prospects to move forward in the conversion tunnel. It seeks to transform a prospective customer into a customer.
The goal of lead nurturing is to help your buyers close a deal. It involves building and nurturing a relationship with prospects who aren’t yet ready to buy, providing them with quality content to turn them into customers.
Why is it important to choose lead nurturing?
Lead nurturing achieves a variety of goals, all geared towards the same end, which is selling a product or service.
The longer the buying cycle, the more likely the prospect has forgotten about your business. Even if the sales cycles are short, it is necessary to work on the lead. Either way, lead nurturing is essential.
It will attract the prospect’s attention by offering him relevant, adapted and educational content. This will ensure that the brand maintains regular contact with its potential and current customers.
Lead nurturing aims to retain prospects and customers. It’s important to maintain regular contact with leads to strengthen the company’s reputation by providing relevant content. This will strengthen the company’s credibility, professionalism, and expertise.
How does Lead Nurturing function?
Lead nurturing puts your message in the minds of your prospects and customers, which, in effect, increases your sales.
It aims to improve conversions, average basket value, retention rate, etc. All these objectives go through the development of a relationship with your customers!
However, this makes us wonder how lead nurturing works?
Thanks to the lead nurturing, your prospect discovers you, learns to appreciate you and decides to trust you. This is called the “Know, Like, Trust” cycle, every potential customer goes through this cycle before making a purchase.
Examples of lead nurturing
It is important to remember that lead nurturing can be used in both B2B and B2C. In addition, with the rise of digital tools, lead nurturing actions have become more numerous and accessible. Here are some examples of actions carried out as part of lead nurturing.
After the customer or prospect signs up for your newsletter, a welcome email is sent, followed by a series of messages that encourage the prospect to take their interaction with the brand further.
The goal is for the lead to be effective without being perceived as cold.
Email marketing campaigns
A typical example of lead nurturing is to send content emails, highlighting expertise and presenting customer testimonials, and finally promotional emails.
Demonstration of expertise
You can also offer customers and prospects quality content, written in the form of a blog, white papers or e-books.
The Abandoned Cart Relaunch
Bringing back customers who have abandoned their shopping cart is a typical example of what is called lead nurturing in online sales. Indeed, after the customer has abandoned the basket without validating the purchase, the latter receives a personalized message inviting him to finalize our purchase.
An effective way to personalize the relationship with your customers and stay in their minds is to send a form to customers who have made a purchase, inviting them to give their feedback.
Display or Retargeting: Targeted advertising on search engines
In terms of lead nurturing, many companies implement marketing automation campaigns.